The Effects of Perceived Congruity Between Origin, Brand, and Product on the Purchase Intention of a Branded Product of Origin

Philippe Aurier, Montpellier University-School of Management
Fatiha Fort, ENSA Montpellier-MOISA Research Unit
We propose to analyse and compare the effects of attitude toward the product category, the brand, the geographical origin and the corresponding perceived congruity factors (product category x origin, brand x origin, product category x brand) on the evaluation (intention to purchase) of a branded product of origin. Measurement error will be taken into account by means of a multi-item measurement process and structural equation modeling.
[ to cite ]:
Philippe Aurier and Fatiha Fort (2007) ,"The Effects of Perceived Congruity Between Origin, Brand, and Product on the Purchase Intention of a Branded Product of Origin", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 55-63.